An Image and Professional Identity of a Public Relations Practitioner

Odnosi s javnošću ili skraćeno PR (public relations), u posljednje su vrijeme postali uobičajena tema u svakodnevnoj komunikaciji ali i nezaobilazan čimbenik gospodarstva, politike, svijeta zabave te drugih javnih sfera. Pokazalo se poprilično teškim definirati rad u odnosima s javnošću te još teže pronaći univerzalno prihvaćenu definiciju što taj posao sve obuhvaća. Vrlo se često zamjenjuje ili poistovjećuje sa srodnim pojmovima, kao što su oglašavanje, promidžba, publicitet, promocija itd... Odnosima s javnošću sve se više pripisuje i konkretna moć u „popravljanju“ imidža i sprječavanju negativnog publiciteta. Jedni ih smatraju beskorisnima, a drugi ih zagovaraju. Za neke su odnosi s javnošću svemoćni, dok su za druge samo „prodavanje magle.“Public relations or the abbreviation PR, have recently become a common theme in everyday communication but also an indispensable factor for the economy, politics, the world of entertainment and other public spheres. It turned out quite difficult to define work in public relations and even harder to find a universally accepted definition of everyting the job entails. Often it is replaced or identified with similar concepts, such as advertising, promotion, publicity, promotion, etc ... Public relations is increasingly being attributed to the specific power of "repairing" an image and the prevention of negative publicity. Some consider them useless, while others advocate it. For some public relations is omni-potent, while for others it is just "smoke and mirrors.